How She Builds Trust-Driven Global Marketing

In this episode of E-Coffee with Experts, Michelle Riband, Head of Product Marketing at Proton, breaks down what it really takes to market privacy-first products in a world dominated by Big Tech. She shares her journey from Meta to Mozilla to Proton, and how those experiences shaped her approach to building trust, staying consistent, and growing responsibly. We explore why privacy is such a hard thing to market, how cultural differences impact global strategies, and what brands need to do to stay visible in an AI-driven search landscape. Michelle also dives into how product marketing and brand storytelling work hand in hand to build credibility, drive adoption, and create long-term growth, even without massive budgets. If you're a founder, marketer, or SEO leader navigating AI disruption, global expansion, and changing consumer expectations, there’s plenty here you can put into action right away. In this conversation, we explore: - How to position privacy in a way people actually understand - What it takes to grow as a challenger brand - How AI search is changing visibility and discovery - Why localisation matters more than translation - Building trust through community and consistency - Practical advice for marketers starting their careers 🔗 Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 00:30: Introduction 00:30 - 02:10: Michelle’s journey into marketing 02:10 - 03:15: Experience at Meta during major challenges 03:15 - 04:20: Moving to Mozilla and privacy focus 04:20 - 05:00: Why she joined Proton 05:00 - 06:10: Marketing with trust and consistency 06:10 - 07:30: Making privacy easy to understand 07:30 - 08:50: Adapting marketing for different countries 08:50 - 10:00: Features vs benefits in messaging 10:00 - 11:20: Building trust through community and reviews 11:20